St. James’s Place (SJP) has partnered with Sky Arts for its first TV sponsorship as it looks to drive brand awareness and offer invaluable advice to the channel’s viewers.
Created and produced by London-based ad agency Recipe, the creative shares the financial brand’s promise to consumers of offering ‘Invaluable Advice’ throughout life’s journey.
Created to reach a diverse audience, the ident creatives will play out across Sky Arts with 15” intros and 5” centre breaks, showcasing SJP’s passion and expertise across various artistic disciplines, from photography, dance, and portraiture to landscape painting, fashion design and music.
The films showcase advice being shared between student and mentor, with footage primarily but not exclusively sourced from Trinity Laban Conservatoire of music and dance.
Sky Media director of client and marketing Karin Seymour said: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests.”
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“We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”
The partnership stems from the brands’ shared goal of making their respective services more accessible and relevant to more people.
SJP chief client and reputation officer Claire Blackwell noted how Sky Arts’ “varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life” and believes that “financial advice should be valued and accessible in the same way”.
Facilitated by Sky Media and Mindshare UK, the Sky Arts sponsorship will launch this Easter weekend from 1 April.
Mindshare UK partner and head of invention Ross Minton added: “This sponsorship not only aligns perfectly with the values of both organisations but also allows St. James’s Place to reach a wide and varied audience”.
“We’re excited to see how this collaboration will elevate the brand’s visibility and reinforce its commitment to providing invaluable financial advice.”
The Sky Arts sponsorship is part of a wider brand campaign, which launched on 16 March 2024 and will run with multi-channel activity across TV, BVOD, radio, OOH, social and digital platforms, including Sky Media’s AdVance.
